The Emmy and BAFTA-winning writer and producer will oversee creative direction on the hit show as the company positions the long-running preschool series for the next phase of its storytelling evolution.
Hasbro has appointed Adam Redfern as showrunner of Peppa Pig, tasking the Emmy and BAFTA award-winning writer and producer with overseeing creative direction as the long-running hit preschool animated series enters its next phase of development.
In the role, Redfern will guide storytelling, character development and overall creative vision for the franchise, which has been a staple of global preschool entertainment for more than two decades.
Redfern brings more than 20 years of experience in children’s television, animation and digital content, with writing and producing credits that include The Adventures of Paddington for Studio Canal, Go Jetters for BBC and Oddbods for Moonbug. He was part of the Emmy Award-winning writing team on Paddington and the BAFTA Award-winning writing team on Go Jetters.
"Peppa Pig has earned its place in family life – including my own – through consistency, heart and humor, and it’s an honor to join a franchise with such a trusted legacy," said Redfern. "My role is to build on what audiences already love, working with the team to ensure Peppa’s stories remain relevant and relatable for today’s preschoolers. And just like Peppa, I can’t wait to jump in!"
"Peppa Pig has a strong and clearly defined identity that has guided the series for more than 20 years," said Tamara Grindrod, Senior Vice President of Action, Preschool & Fashion Brands at Hasbro. "Adam joins at a moment of strong creative momentum for the brand. His experience and leadership will help guide the franchise forward with care and intention as we continue shaping stories for a new generation of preschoolers and parents."
For more than 20 years, Peppa Pig has served as an early companion for preschool audiences worldwide, supporting themes of confidence, curiosity and humor through its storytelling. The franchise continues to evolve with new narrative developments, including the introduction of Peppa’s baby sister Evie in 2025 and storylines reflecting George’s diagnosis as moderately deaf, expanding the show’s focus on contemporary family dynamics while maintaining its established tone and appeal.
Source: Hasbro
Dan Sarto is Publisher and Editor-in-Chief of Animation World Network.
